Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated fourth edition takes an approach that prepares students for an active role in digital marketing.
As well as topic-based exercises, the text also includes practical case-study exercises – based on theory and recognized good practice – which will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.
Key updates to the new edition include:
- The role of the digital influencer
- Direct to Consumer (DTC) and omni-channel retailing
- Individuals’ privacy and the role of organizations in gathering and storage of their personal data
- Ethical aspects of digital marketing and its impact on the environment
- SEO and Google’s development of the ‘zero click’
- Online ad fraud
- Updated online resources available via the author’s own site
This essential text equips advanced undergraduate, postgraduate and executive education students with the tools to undertake any digital marketing role within a variety of organizations. Comprehensive support material available online for both students and instructors includes links to articles and opinion pieces, PowerPoint lecturer slides and questions based on the chapter material.
Chapter 1
Introduction
Chapter 2
Digital Customers
2.1 Introduction
2.2 Online buying behaviour
2.3 The only way is ethics
2.4 Digital marketing and the environment
Chapter 3
The Digital Landscape
3.1 Introduction
3.2 Digital isn’t the only option
3.3 Non-marketers in digital marketing
3.4 In house or out-source
3.5 Fads, trends, next big things and the occasional sustainable model
3.6 Digital marketing objectives
Chapter 4
Search Engine Optimization
4.1 Introduction
4.2 How search engines work
4.3 Keyword selection
4.4 On-site optimization
4.5 Off-site optimization and
4.6 Third-party search engine ranking
4.7 Enterprise SEO
Chapter 5
Website Development
5.1 Introduction
5.2 Web presence management and development
5.3 Usability
5.4 The basics
5.5 Content development
5.6 The global web presence
Chapter 6
E-commerce and the Retail Website
6.1 Introduction
6.2 Multi- and omni-channel retailing
6.3 Comparison Shopping engines and e-marketplaces, third-party shopping sites and social shopping
6.4 Direct to consumer (DTC)
6.5 The e-commerce website
6.6 Fulfilment and returns
Chapter 7
The B2B Website
7.1 Introduction
7.2 B2B buyer behaviour
7.3 B2B website development
7.4 The B2B e-commerce website
7.5 B2B e-marketplaces
Chapter 8
Advertising Online
8.1 Introduction
8.2 Objectives and management
8.3 Online ad formats and delivery
8.4 Networked display advertising
8.5 Search advertising
8.6 Landing pages
8.7 Limitations of online advertising
8.8 Ad fraud
Chapter 9
Email Marketing
9.1 Introduction
9.2 Email as a medium for direct marketing
9.3 Triggered emails, automated response, enquiry response and admin emails as a medium for marketing messages
9.4 Email newsletters
Chapter 10
Marketing on social media
10.1 Introduction
10.2 Blogging
10.3 Consumer reviews and ratings
10.4 Social networking, social sharing and communities
10.5 Customer service and support on social media
10.6 Influencers
10.7 Strategic considerations for marketing on social media
10.8 Limitations of marketing on social media
10.9 Social media use and user behaviour
10.10 Epilogue
Chapter 11
Metrics and analytics
Prologue
11.1 Introduction
11.2 How analytics are presented and used
11.3 Limitations of online data
Index
Biography
With a background in sales, service, marketing and education, Alan Charlesworth has been involved in what we now call 'digital marketing' as practitioner, trainer, researcher, teacher, writer and consultant since 1996.
